chapter 4

Implementing the research plan is the ________ step in the marketing research process.

third

__________ involves gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Survey research

__________ is used to test hypotheses about cause-and-effect relationships.

Causal research

__________ involves gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses.

Experimental research

the researcher uses his or her judgment to select population members who are good prospects for accurate information

In a judgment sample

the researcher finds and interviews a prescribed number of people in each of several categories. next

In a quota sample,

Which of the following describes observational research?

Involves gathering primary data by observing relevant people, actions, and situations

In a cluster sample, __________.

every member of the population has a known and equal chance of selection

stratified random sample

the population is divided into mutually exclusive groups and random samples are drawn from each group

Which of the following refers to information that already exists somewhere having been collected for another purpose?

Secondary data

every member of the population has a known and equal chance of selection.

In a simple random sample